Measuring Intention to buy Air freshener product based on Brand Name, Packaging, Product Quality, Price, and Advertising in Indonesia

Mia Wahyu Nuraini,Diyang Nurjanah,Wella Wahyu Qur’Anna,Jehan Sekarkinasih,Hujjatullah Fazlurrahman,David Yusuf Firnanda

doi:10.6007/ijarbss/v9-i7/6139

Mia Wahyu Nuraini, Diyang Nurjanah + Show 4 more

Open Access

https://doi.org/10.6007/ijarbss/v9-i7/6139

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Abstract

Purpose: This research aims to measure buying interest from air freshener. This product is new and wants to measure market willingness and the extent to which this product is in demand by consumers Method: This research uses an online questionnaire to get the respondents. There are 5 variables that influence buying intention. The sampling technique using non-probability sampling with a sample size of 85. Data analysis techniques using multiple regression Result: Brand name, packaging, product quality and advertising variables have no effect on buying interest while prices have a significant effect on buying interest Limitation: This research is conducted in the second largest city (Surabaya) in Indonesia. Originality / Value - This paper suggests contribution to the board of directors’ air freshener product

Highlights

Every product that is produced and offered to consumers is a product that has its own charm, both from the manufacturer's side and from the consumer side
This research is a causal research, it is to analyze the influence of Brand Name, Packaging, Product Quality, Price, Advertising on purchase intention The population used in this research is the candidate customer on air freshener product
Hypothesis 1 suggests that brand names are influential on purchase intention

Summary

Introduction

Every product that is produced and offered to consumers is a product that has its own charm, both from the manufacturer's side and from the consumer side. The appeal of these products is product excellence such as product uniqueness, product quality, economic benefits, persuasiveness in advertising, and so on. Interest in buying itself according to Kotler and Keller (2016) is a consumer behavior where consumers have the desire to buy or choose a product, based on experience in choosing, using and consuming or even wanting a product. The interest in buying consumers is based on several factors such as, Brand Name, Packaging, Product Quality, Price, Advertising. The five factors are the attractiveness of a product, so there is a correlation with consumer buying interest

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